Chinas three major brands of beer there is no differentiation.docVIP

 PAGE \* MERGEFORMAT 4 China’s three major brands of beer there is no differentiation I think that Snow Beer for the ‘beer drinkers’ and ‘non-Olympic marketing’ promotion strategy is the ‘Olympic marketing’, and Qingdao Beer, Yanjing Beer The only difference is that ‘different investment budget, different sponsorship’, this The event is essentially take the Olympic bandwagon. When you carefully to understand the three major beer brand in recent years, the brand’s performance, you will be disappointed to find that: The three major beer brand promotion strategy is not only similar to the Olympic Games (Note: only insignificant differences, but also because the difference in the investment quota ), and its brand concept is almost identical (Note: The Qingdao beer is a ‘Passion Dream’, Yanjing Beer is ‘moved the world, beyond the dreams’, Snow Beer is ‘Imagination to grow’). The market survey data show that the three brands in terms of brand equity increase in recent years invested heavily in the promotion of almost all in vain, or even negative effects (Note: The consumer’s brand awareness and brand manufacturers do not claim a fundamental right on the number). Perhaps you will ask: ‘Brand did a poor job, why are they selling bigger? ‘My answer is: ‘1, I just said that their brands do bad, I did not say other people did a poor job, others did not say there is no history of the brand accumulation; 2, the reason they sold well is because other people do too bad, and mainly rely on the strength of capital, mergers and consolidations of other people’s data; 3, in fact, their profits in recent years have done well, the return on investment to shareholders and is expected to differ far. In order to make evaluations more objective, let’s take a look at how the three major international brands are doing (Note: There are easy to find a pole gap). Budweiser beer brand concept is ‘We love first’ (Note: had also used the ‘United States sales of No. 1’, etc.), its persiste